How a Fragmented Brand Identity Almost Turned Heineken into “Who-ineken?”

Ever met someone who can’t decide if they’re a rockstar or a scientist? That’s what happens when a brand’s identity is all over the place. Heineken faced this challenge in the early 2010s, with mixed messaging—premium and sophisticated in some markets, casual and laid-back in others. This inconsistency at the Awareness stage of the customer journey left people confused about what the brand truly stood for, eroding trust and damaging their customer experience (CX). When customers can’t figure out whether you’re a high-end choice or just another beer for a casual night out, it’s hard to build loyalty.

In 2013, Heineken responded with the “Open Your World” campaign, designed to promote openness, global exploration, and connecting with new people and experiences. The campaign emphasized that Heineken isn’t just a beer—it’s a passport to broaden your horizons. From advertising to packaging, this unified message created a cohesive identity that resonated across markets. This realignment didn’t just rebuild trust, it strengthened customer loyalty and drastically improved their CX by making it clear what the brand stands for.

Fun fact: Heineken is now ranked #3 in the world for most valuable beer brands, valued at $12 billion, and holds the #6 spot globally in sales, with over 34.3 million hectoliters sold annually. A comeback powered by consistent messaging!

As Seth Godin wisely said, “Every interaction in any form is branding.” Heineken’s story shows how aligning brand identity across all customer touchpoints, especially during the Awareness stage, is key to delivering a strong customer experience and sustainable growth.

#CX #BrandIdentity #GrowthHacks #Heineken #Marketing

The Origin of the Customer Journey: A Tale of E. St. Elmo Lewis

In the late 1800s, E. St. Elmo Lewis was a young man with a keen eye for what made people tick. As he watched businesses struggle to connect with customers, Lewis had a simple yet profound realization: selling wasn’t just about the product; it was about the experience.

He envisioned the customer’s path as a journey, with four key steps: Attention, Interest, Desire, Action—the AIDA model. First, you catch their eye, then spark their curiosity. Next, you ignite a desire, and finally, you guide them to act.

Lewis didn’t just create the model—he lived it. He used AIDA to grow his own business, fine-tuning his approach with every customer interaction. His sales skyrocketed as he mastered the art of guiding customers along their journey, turning a simple idea into a powerful tool for business growth.

Today, the customer journey has evolved, but its roots trace back to Lewis—a man who saw that every great customer experience begins with understanding the journey.

"Oh Yes We Did!"

Remember when Domino’s was all about speed, but the pizza itself left something to be desired?

Well, instead of shying away from the criticism, they did something remarkable—they embraced it.

In 2009, Domino’s took a bold step. They didn’t just tweak the recipe; they completely reimagined it. From the crust up, they rebuilt their pizza, and then did the unthinkable: they openly admitted their flaws and declared, "Oh Yes We Did!"

What happened next was nothing short of a transformation. The same customers who once dismissed their pizza as "cardboard" became loyal fans. Sales soared, and Domino’s evolved from a brand known for fast delivery to one that’s loved for its quality.

Moving from good CX to great often starts with the courage to confront your shortcomings and the commitment to change. Domino’s proved that with a little honesty and a lot of hard work, feedback can become your greatest tool for growth.